Michael Hoffman

Greater Chicago Area Contact Info
17K followers 500+ connections

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About

Three forces for understanding and improving the world - technology, trust and video -…

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Experience & Education

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Publications

  • Content that converts: How to co-create powerful video stories that keep audiences engaged all year long

    Journal of Digital & Social Media Marketing

    At a time when trust in brands and institutions is low, the growing preference for content that is authentic, passion-driven and human-centric is accelerating. It is no longer enough to simply create and curate high-quality content consistently. To cut through the noise in the crowded digital landscape, organisations must find ways to invite the community to join in the conversation. People demand to be active participants in organisations’ content, not passive consumers of it. User-generated…

    At a time when trust in brands and institutions is low, the growing preference for content that is authentic, passion-driven and human-centric is accelerating. It is no longer enough to simply create and curate high-quality content consistently. To cut through the noise in the crowded digital landscape, organisations must find ways to invite the community to join in the conversation. People demand to be active participants in organisations’ content, not passive consumers of it. User-generated video offers a powerful means for organisations to achieve these goals. By collaborating with the real people at the heart of its mission to produce authentic user-generated video content, an organisation delivers content that people actually want to engage with. This paper examines how: 1) communication preferences and digital marketing trends are reshaping the future of community engagement, 2) to use the Hero’s Journey framework to tell video stories that resonate and drive real results and 3) simple steps to get started with user-generated video.
    Keywords: video marketing; user-generated video; user-generated content; engagement; authenticity; content marketing; content co-creation

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  • 9 Insights into the Future of Fundraising

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    If you’re looking for smart advice on the future of fundraising, followed by simple, actionable tips you can use to improve your work right now, then this white paper is for you. We've included 9 big insights on what fundraising will look like in 2016, and 22 things you can do today to improve your fundraising efforts.

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  • Into Focus: Benchmarks for Nonprofit Video and a Guide for Creators

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    Video is everywhere online and on mobile, and nonprofits know that it is a critical communications tool. How nonprofits can effectively use video is less clear. This benchmark report and guide is the first to examine how and what nonprofits are doing with video and what best practices have emerged.

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Projects

  • Make-A-Wish Audience Personas and Content Strategy

    - Present

    Recently, See3 partnered with Make-A-Wish Foundation of America to help the organization better understand its audiences and develop an organization-wide content strategy.Recently, See3 partnered with Make-A-Wish Foundation of America to help the organization better understand its audiences and develop an organization-wide content strategy. We developed 9 audience personas and created a content strategy centered around making these audiences the heroes of the Make-A-Wish story. We developed…

    Recently, See3 partnered with Make-A-Wish Foundation of America to help the organization better understand its audiences and develop an organization-wide content strategy.Recently, See3 partnered with Make-A-Wish Foundation of America to help the organization better understand its audiences and develop an organization-wide content strategy. We developed 9 audience personas and created a content strategy centered around making these audiences the heroes of the Make-A-Wish story. We developed print materials that were shared with all Make-A-Wish chapters to embed these persona's in the organization's storytelling culture.

    Other creators
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  • Make-A-Wish Audience Personas and Content Strategy

    Recently, See3 partnered with Make-A-Wish Foundation of America to help the organization better understand its audiences and develop an organization-wide content strategy.Recently, See3 partnered with Make-A-Wish Foundation of America to help the organization better understand its audiences and develop an organization-wide content strategy. We developed 9 audience personas and created a content strategy centered around making these audiences the heroes of the Make-A-Wish story. We developed…

    Recently, See3 partnered with Make-A-Wish Foundation of America to help the organization better understand its audiences and develop an organization-wide content strategy.Recently, See3 partnered with Make-A-Wish Foundation of America to help the organization better understand its audiences and develop an organization-wide content strategy. We developed 9 audience personas and created a content strategy centered around making these audiences the heroes of the Make-A-Wish story. We developed print materials that were shared with all Make-A-Wish chapters to embed these persona's in the organization's storytelling culture.

    Other creators
    See project

  • Digital Outreach Strategy

    - Present

    The AAE is transitioning from a 10-year, traditional awareness campaign to a contemporary PR outreach effort focused on digital communications. Goals include raising awareness of the endodontic specialty and endodontic specialists among key audiences: members of the public in targeted demographic groups, and dental and medical professionals. Digital channels of particular interest include social media, search engine marketing and optimization, and website content development.

    Other creators
    • Jennifer Gibson

  • Planned Parenthood Text Message Campaign

    - Present

    An innovative campaign to use online video to drive text message sign-ups. This campaign is targeted to youth at risk in the New York area. Text messages will follow the story line, and include key information about sexual health.

    Other creators
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Languages

  • English

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  • Hebrew

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Organizations

  • NTEN

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